You are a product manager for one of LVMH brands, you are required to develop a new product for launch into the Chinese market to address the issues outlined in the above case. You are required to provide report to the Board outlining the reasons for the choice of the new product.

You will produce a 1200 word (+/- 10%) report for the Executive Committee that describes the following key areas:

1. Describe the new product

2. Undertake a SWOT analysis to support your decision.

3. Undertake STP (segmentation, targeting and positioning) analysis to support your decision.